Business Commons^™

해외 복수 시장 진출 기업의 제품 매출 이륙 시점 예측 모형에 관한 연구, Jai Hak Chung, Ho Kyung Chung

Asia Marketing Journal

The objective of our study is to provide an exploratory model for forecasting sales take-off timing of a product in the context of multi-national markets. We evaluated the usefulness of key predictors such as multiple market information, product attributes, price, and sales for the forecasting of sales take-off timing by applying the suggested model to monthly sales data for PDP and LCD TV provided by a Korean electronics manufacturer. We have found some important results for global companies from the empirical analysis. Firstly, innovation coefficients obtained from sales data of a particular product in other markets can provide the most …